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Integrated Marketing Communications - MKTG204

The ability to effectively communicate and persuade consumers is a major challenge facing marketers. Aside from clutter, consumers are also getting busier. The rise of social media also means that consumers are now more subtly influenced by their friends, and with the rise in multi-channel marketing, consumers expect a seamless experience when interacting with organizations. Being able to communicate the right message to the right people at the right time, using the right channels in an integrated fashion, is crucial to the success of any marketing communications.

This unit develops students’ knowledge of the principles and practices of integrated marketing communications. It covers planning processes, tools of marketing communications, creativity and media planning, among others. Students gain knowledge about developing and implementing effective integrated marketing communications campaigns.

Credit Points: 3
When Offered:

S1 Day - Session 1, North Ryde, Day

S2 Day - Session 2, North Ryde, Day

Staff Contact(s): Associate Professor Lawrence Ang

MKTG101 Prerequisite Information


Unit Designation(s):


Unit Type:
Assessed As: Graded
Offered By:

Department of Marketing

Faculty of Business and Economics

Course structures, including unit offerings, are subject to change.
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